#1

Manali Gupta (01)

Sneha Suman (33)
Gaurav Chauhan (57)
Arshad Khan (56)
Sameer Shrivastava (58)
Aniket Bose(03)
The Big Fight

V/S
 TATA Motors
• Tata motors was established in 1945 when the company
began manufacturing locomotives.

• Founder-Jamshedji Tata

• India's largest automobile company, with consolidated

revenues of Rs.70,938.85 crores in 2008-09.

• It leads the market in commercial vehicles in each segment.

• The second largest in the passenger vehicles segment.

 Contd…
• Globally, Tata Motors stands fifth in the medium and heavy
commercial vehicle manufacturer category.

• Tata Motor's 22,000 employees are guided with the vision,

"best in the manner in which we operate, best in the products
we deliver, and best in our value system and ethics.“

• This company is the first from the country's engineering

sector to be listed in the New York Stock Exchange (Sep.
2004).
 Product Mix
1)Passenger Cars 2)Utility Vehicles 3)Commercial vehicles

– Indica A) Safari Dicor A) Heavy Commercial

Vehicles
• Indica Vista B) Sumo Grande Mk II B) Int.Mdt. Comm.
Vehicles
• Indica V2 Xeta C) Sumo Victa C) Light Comm. Vehicle
• Indica V2 D) Xenon XT D) Commercial
Passenger Carriers
– Indigo i) Buses
• Indigo Manza ii) Winger
• Indigo CS iii) Magic
• Indigo Marina
• Indigo Xl
– Nano
 Sales
• Sales for CY 2009 – 4,32,630 units
- a growth of 19% from CY ’08

• Total sales in Passenger Car

TATA – 1,53,939 units
FIAT – 18,087 units

(www.financial-express.com)
 Total Media Spend
• Media spend for the CY 2009 is Rs. 263 Cr.

• Media Spend includes TVC, Print Ads, OOH,

Digital, Radio, Road Shows, Event
Sponsorships etc.

(www.Business-
Standard.com)
 Hyundai Motor India Limited
(HMIL)
• Hyundai Motor India Ltd. was established in 1996.

• Example of a profitable partnership where Indian skills and

workmanship combine with Korean design and technology.

• Manufacturing takes place at Irrungattukatoi near Chennai

(ISO 14001)

• Co. started it's operations in India in 1998 with the Santro

which went on to become one of the largest selling cars in
the country.
• In 2008, HMIL also successfully completed 10
glorious years of operations in India and to
commemorate its achievements, initiated a unique
trans-continental drive from Delhi to Paris in two of
its hugely popular i10 Kappa cars.

• Hyundai’s model i10 has been awarded “Car of the

year 2008” from the leading automobile magazines
and TV channels like BS Motoring, CNBC-TV18,
Auto car, NDTV Profit car & Bike India.
 Segmentation
• Hyundai divides its car in five different
segments:
• B Segment – Santro

• B+ Segment - Getz Prime, i10, i20

• C Segment – Accent, Verna

• E Segment - Sonata Embera

• SUV Segment - Tucson

 Product Mix

Getz
Santro i20
i 10 Prime
Xing

Verna Sonata
Accent

Tucson Elantra

Visto
 Product Line

Santro Xing Hyundai i20

L2  i 20 1.4 Asta (o) Automatic

GLS 1 i 20 1.4 Asta Automatic

GLS 2  i20 1.4 CRDi Asta (O)

  i20 1.4 CRDi Asta

i20 1.4 CRDi Magna

i20 Asta, i20 Asta (O)

Accent Hyundai Verna
Accent GS 3 - Door Verna SX CRDi VGT AT (Diesel)
Accent GLS 4 - Door Verna SX CRDi VGT (Diesel)
Accent SE 3 - Door Verna CRDi VGT (Diesel)
Verna SX VTVT (Petrol)
Verna VTVT (Petrol)

i10 Hyundai Getz Prime

i10 D-lite Getz Prime 1.1 GLE
i10 Era Getz Prime 1.1 GVS
i10 Magna Getz Prime 1.3 GLS
i10 Asta 1.2 AT Getz Prime 1.3 GLX
i10 Sportz 1.2 AT Getz Prime 1.3 GLX
i10 Asta 1.2 with Sunroof Getz Prime 1.5 CRDi GVS
 Sales
• Total Sales for CY 2009 – 5,59,880 units

–Domestic Sales: 2,89,863 units

(www. Business-Standard.com)
 Total Media Spend
• Media spend for the CY 2009 is Rs. 245 Cr.

• Media Spend includes TVC, Print Ads, OOH,

Digital, Radio, Road Shows, Event
Sponsorships etc.

(www.Business-
Standard.com)
Tata Indica Vista
- Changes Everything
 Target Group
• Primary target is the ‘price sensitive’ family
man seeking – comfort, economy and ride
quality.
Age segment - 30 +

• Secondary target is the youth, as it also

promises fun without emptying the wallet.
 Age segment - 23 - 30
 Positioning
• It is positioned as a family car which
eyes to eat up the share of Maruti
Suzuki Swift.

• It is positioned as a young car with the

trademark TATA reliability at an affordable
price.
 Car Variants
Version Price (in Rs) ex-showroom Mumbai
Aqua 1.3 Quadrajet 4,59,398
Aqua 1.2 Safire 3,74,950
Aqua 1.4 TDi 4,09,319
Aura 1.2 Safire 3,99,776
Aura 1.3 Quadrajet 4,92,376
LE Quadrajet 5,20,812
LE Safire 4,27,565
Terra 1.2 Safire 3,48,830
Terra 1.4 TDi 3,87,108
Terra Quadrajet 4,36,403
Media Mix
 Changes Everything..!!
• Account handled by DraftFCB - Ulka

• Focused on the word ‘Change’.

• Communicated by the means of an attractive

website.
www.changeseverything.in
Andy and Leela
 Big Idea..!!
• Introduced 2 characters Andy and Leela.

• Represented as free spirited and ambitious

individuals.

• Fun-loving, down to earth and value relationships.

• These are the character traits that the Indica Vista

TG identifies with.
www.ChangesEverything.in

Sneak peak
Print Ad
Television Commercial
 Public Relations
• A part of Barcelona Auto Show 2009.
• Currently a part of Delhi Auto Show 2010.
 Public Relations
• Exclusive coverage on NDTV’s special show
on automobile.
 Contd…
• Sponsored the Youth Day Boxing
Championship in South Africa.
 i10
- Catch the i
 Target Group
• Primary TG – middle to upper income
professionals seeking value for money and
comfortable ride.
Age segment - 30 +

• Secondary TG – College students seeking style

and speed.
 Age Segment – 18 to 25 yrs.
 Positioning
• Hyundai i10 is the most versatile, convenient, value
added car model for its TG.

• Positioned between Santro and Getz.

• The marketing strategy is focused on promoting the car

as economic car for the next generation.

• The new Hyundai i10 is a generation different from Getz

and Santro design.
 Variants & Pricing
Variants Prices (in Rs.) ex-showroom Mumbai

I10 D-lite 3,51,468

I10 Era 3,88,129

I10 Magna 4,02,969

I10 Asta 1.2 AT 5,04,530

I10 Asta 1.2 sports 4,87,730

I10 Asta 1.2 AT with Sunroof 5,64,129

Media Mix
 World Premiere..!!
• Account handled by their in-house agency
‘Innocean’.

• Marketed heavily on the fact that i10 was first

launched in India.

• Communication revolved around the tagline

“Catch the i” and “see it in India first”.
Television Commercial
Print Ad
 Sales Promotions

• Diwali promotional schemes.

• Communication revolving
around the ‘festive theme’.
OOH
OOH
 Sports Marketing
• Also tie up with IPL franchisee Kolkata
Knight Riders.
Special KKR Edition
 Association with FIFA
• Sponsored FIFA Beach World Cup 2009,
Dubai.

• Sponsoring FIFA World Cup 2010, South

Africa.
 Target Group
• Target Segment is the Upper-MIG seeking the
comfort of a luxury car with looks, comfort,
sleek design at an affordable.
 Positioning
• Launched to compete with Maruti Suzuki
Swift Dzire, Ford Ikon, Ford Fiesta, Mahindra
Renault Logan.

•  It’s exactly the kind of car that lets you escape

into your own private oasis of indulgence even
as you cruise through peak-hour traffic.
 Variants & Price
Variants Price (in Rs.) ex-showroom
Mumbai
Aqua Quadrajet 5,84,731

Aqua Safire 4,96,972

Aura (+)Quadrajet 6,90,290

Aura (+)Safire 6,06,808

Aura (ABS) Quadrajet 6,49,121

Aura (ABS) Safire 5,56,729

Aura Quadrajet 6,13,921

Media Mix
 Go Digital..!!
• Interactive Website helps customer
involvement.

• Allows its customers to request for a Test

Drive.

• Also offers a scheme which allows customers

to win a Chauffeur driven Manza for a day.
Television Commercial
 Public Relations
• Exclusive coverage on Aaj Tak’s special show
on automobile.

Sneak Peak
 Other PR activities by TATA
• Annual Customer Meet in Delhi in Sep, 2009.
 Event Sponsorship by TATA
Motors
• Sponsored “Franco Nicolini” mountaineering
event at Italy.
 Verna
- Feel it
 Target Group
• Primary TG is the Upper-MIG seeking style,
comfort, power.
- Age Segment - 30yrs +

• Secondary TG is the young segment seeking

speed, style and technology.
- Age Segment – 23yrs to 28 yrs
 Positioning
• Positioned in the C+ and competes mainly
with Honda City, Ford Fiesta and Chevrolet
Aveo.

• Positioned at a segment above Accent and

below Sonata.

• Verna and Accent are still in the market with

no replacement for each other.
 Variants and Prices
Variants Prices (in Rs. ) ex-showroom Mumbai

Verna 1.6 VTVT(petrol) 6,71,692

Verna 1.6 SX VTVT(petrol) 7,50,149

Verna 1.5 CRDi VGT 7,91,608

Verna 1.5 SX CRDi VGT 8,43,948

Verna 1.5 SX CRDi VGT AT 9,10,011

Media Mix
Print Ads
Television Commercial
 Public Relations
• Road Shows during Delhi Half Marathon
2009.
 Public Relations
• Was a part of Delhi Auto Expo 2009.
 Sales Promotion
• Tie up with Central Bank for Auto finance.
Thank You…!!!